The Ask
Select a company for the following scenario: A brand is close to filing for bankruptcy and they hired you to rebrand the company as a last ditch effort.
THE PROCESS
THE PROCESS
Who is the Brand?
American Apparel was founded by Dov Charney in 1989, and now functions as an online-only retailer. Once highly successful with 270 stores worldwide, the company faced controversies and failed to make a profit for years and went bankrupt, later being taken over by the manufacturing company Gildan. Known for its iconic basics, American Apparel now only sells t-shirts wholesale through third-party sites, with only about ten options currently available.
Who is the Customer?
The target market consists Gen-Z and Millennials that are fashion forward individuals, who advocate for sustainability and eco-friendly practices, willing to pay slightly more if it means it will help the environment. They are drawn the brands that are inclusive to all, with ranging sizes and styles to suit everyone.
The New Brand Strategy
We wanted to stray away from their past controversies of “alleged misconduct, its advertising methods’ backlash, its strained relationship with its creditors, and its slumping sales”.
We created the persona “The Urbanities”. This persona seeks a strong sense of self while endorsing an alternative lifestyle. “We as a brand promise to make great quality clothes in the United States, to make every employee and customer feel safe and comfortable, as well as promote inclusivity and diversity throughout our company.”
The Outcome
After an in depth analysis of American Apparel’s past marketing efforts, we focused on a rebranding of inclusivity and quality, aiming to rejuvenate its brand image by introducing a new clothing line, improving campaigns, and enhancing the website experience.
